trendwatching.com’s infographic GUILT-FREE CONSUMPTION

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GUILT-FREE CONSUMPTION is the new luxury for consumers, and the Holy Grail for businesses. Discover the growing hunger for a new kind of consumption: one free from worry (or at least with less worry) …

GUILT-FREE CONSUMPTION is the new luxury for consumers, and the Holy Grail for businesses. Discover the growing hunger for a new kind of consumption: one free from worry (or at least with less worry) about its negative impact, yet that still allows continued indulgence. Check out the guilt absolving examples from Nike, Miya's Sushi, McDonald's, Unilever, Fairphone, Burger King, Chipotle, Peddler's Creamery and many more...

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  • 1. This is a1 minute summary of trendwatching.com’s November 2013 free monthly Trend Briefing. Check the full version at trendwatching.com/trends/guiltfreeconsumption GUILT FREE Why guilt-free is the new luxury for consumers, and the Holy Grail for businesses. Fueled by a pervasive awareness of the conflicts between their consumerist impulses and their aspirations to be 'good', experienced consumers are increasingly wracked with guilt. 1 Experienced consumers are torn between aspiring to be 'good' and their consumerist impulses Transparency Triumph Clean Contrast Every day, people are served more information on the negative impacts of the products and brands they consume. Can’t Stop, Won’t Stop Newer brands flaunt their ethical and responsible behavior, seeding doubt and distrust towards existing brands. But a very human mix of status, indulgence, addiction and genuine pleasure stops consumers making substantial lifestyle changes. 2.5 billion Aspirational Consumers (one third of global consumers) their love of shopping desire for responsible consumption 78% trust in brands to act in the best interest of society 92% 58% BBMG, GLOBESCAN AND SUSTAINABILITY, OCTOBER 2013 2 This is driving an all-pervasive, nagging guilt: 28% C+ of global consumers scored 27% (from a scale of ‘A’ to ‘F’) was the themselves 4 or 5 (with 5 being of US consumers in 2013 were average grade US consumers gave ‘strongly agree’) when presented ‘more concerned’ about food themselves when asked to assess with the statement ‘I feel guilty waste than in 2012, with only their level of physical activity. about the impact I have on the 5% ‘less concerned’. Only 12% gave themselves environment’. an 'A' or 'A-'. (NATIONAL GEOGRAPHIC GREENDEX, JULY 2012) (INTERNATIONAL FOOD INFORMATION COUNCIL FOUNDATION, MAY 2013) (BAV & SUSTAINABLE AMERICA, MARCH 2013) 3 Three types of consumer guilt: Society Self McDonalds & Burger King Planet Fairphone Tesla Model S Outselling Chrysler, Lincoln, Mitsubishi, Porsche, Volvo and more in California. Smartphone manufactured without conflict minerals and focused on worker welfare. Side-salad, fruit or vegetables as substitute for fries. And french fries with 40% less fat. Struggling to launch healthy, ethical or sustainable innovations? trendwatching.com | Infographics Monthly Trend Briefing - November 2013 Enjoyed this? Read all our Free Publications: Want More? 2014 PREMIUM SERVICE trendwatching.com/freepublications/ Need access to all the vital consumer trends, insights and innovations in 2014? Our Premium Service is for you. trendwatching.com/premium/ TREND FRAMEWORK INDUSTRY UPDATES INNOVATIONS DATABASE 2014 TREND REPORT MONTHLY SNAPSHOTS TREND APPLY TOOLKIT